Insurance that puts you first
We believe in making car insurance work for drivers. That means no confusing small print or complicated claims procedures. Just honest, comprehensive cover, you can rely on.
Value for money
We use our love of data and technology to keep our costs low. Then we pass on these savings to you.
Made to suit you
Choose a cover plan to suit your needs and budget. Then personalise it, by picking add-ons and how you'd like to pay.
24/7 claims support
Accidents can happen at any time. That’s why we’re always here if you need to make a claim. Speak to a real person, day or night.
TrustScore 4.2
6,462 reviews
* Showing our four and five star reviews
Easy to obtain a quote
Easy to obtain a quote. reasonable price. helpful call handler team member.
Easy to sort out very well explained…
Easy to sort out very well explained and reasonable price which i was very happy with
Competitive price,easy to apply online,
Competitive price,easy to apply online, documents sent same day
Your site was the easiest and quickest…
Your site was the easiest and quickest to deal with and to pay. all tho you wear £120 pound dearer. i spent 1 and half days trying to get other policy and pay the other sites just kept freezing .
New insurer
Very satisfied with the website and everything went smoothly
First ai voice bot that worked well
First ai voice bot that worked well
Excellent service buying a new policy
Very clear website and easy to arrive at the final quotation especially as a real-life customer service agent was available on the phone to help finalise the details. the very fact that this company can be contacted on the phone when necessary, made me decide to go with them. ai and automated answering services are useless because they never have the answer to the question you ask. well done prima for retaining human beings who know what they are talking about!
Easy and good priced car insurance fast…
Easy and good priced car insurance fast and good cover.
Poor customer service response
Price and cover good value but very poor customer service via telephone contact. no response after 30 minutes on call to answer payment issue.
Pretty easy and straightforward to get…
Pretty easy and straightforward to get insurance highly recommend
Easy to navigate
Easy to navigate
Very easy to see what was included
Very easy to see what was included
Covers you for all the important stuff
We offer a choice of comprehensive car insurance plans. Here's a quick look at what our classic Prima plan covers...
If your car is damaged or stolen, we'll repair it, replace it or pay you its market value.
We'll keep you on the road while your own car is getting fixed by a Prima-approved repairer.
If your windows or windscreen need a repair or replacement, you'll just pay a small excess. We'll cover the rest.
If you or your partner are seriously hurt in an accident in your car, we'll pay £5,000 in accident support.
Keep your no claims bonus and get back your excess if you're hit by an uninsured driver.
For up to 90 days, you'll enjoy the same level of cover as at home when driving abroad in the EU and selected countries.
If your belongings are lost or damaged in an accident, fire of theft in your car, we'll pay up to £250.
If you're over 25 and eligible, you'll have third party cover to drive someone else's car.
Join millions of drivers who count on us
Trusted since 2015
Our story began in Italy, where we’re now the largest online car insurance provider.
Based here in the UK
We might be Italian-founded, but we’ve built an expert team in London to serve our UK drivers.
FCA regulated
We're authorised and regulated by the Financial Conduct Authority (FCA). They set the standards for protecting customers across UK financial services.
Common questions
Find answers to things that drivers often ask us.
Yes. When you get a quote with us, you can personalise your cover and boost your protection, by adding on extras like:
- Motor legal cover
- RAC breakdown cover
- Upgraded courtesy car cover
Some of our car insurance plans even have these add-ons bundled in. For example, our Prima Premier car insurance includes motor legal cover and breakdown cover.
We try to cover the important stuff. But with all our car insurance plans, you won’t be covered if:
- Someone not named on your policy drives your car
- You drive without a valid driving licence
- You drive under the influence of drink or drugs
- Your car’s left unlocked or with the keys inside
- You fill up with the wrong fuel
For full details of what is and isn’t included with your cover, you should check your Policy Wording. You’ll see this document when you get a quote with us. We’ll also email you a copy once you’ve bought your policy.
All the car insurance cover plans we offer are fully comprehensive.
This means that you’re covered for damage to your car, as well as any damage to other people (“third parties”) or their property.
We don’t offer third-party only cover.
*10% of our new customers paid £254 or less for our Prima car insurance in January 2026.